Clickstream analytics, also known as clickstream, refers to the collection and analysis of data about users' browsing behaviour on websites and mobile apps. Clickstream analytics is used by companies to understand how users interact with their content, to identify usage patterns and to optimise the user experience.

Clickstream refers to the sequence of clicks a user makes while browsing a website or application. This data is collected using visitor tracking tools such as Google Analytics or Adobe Analytics, which record user behaviour, including pages visited, length of visit, products purchased and actions taken.

Clickstream analytics is used to understand user behaviour, identify bottlenecks in the conversion process and optimise the user experience on a website or app. Artificial intelligence and machine learning are also increasingly used in clickstream analytics to analyse large amounts of data and to identify complex behavioural patterns that might not be detected by humans.

Clickstream applications include optimising the user experience on a website, identifying high-traffic pages, understanding the effectiveness of digital marketing campaigns, assessing website abandonment rates, and identifying problems in the checkout process. In addition, clickstream analysis can also be used for content personalisation and to improve the recommendation of products or services to users.

It is important to note that clickstream data collection and analysis must be carried out in an ethical and transparent manner, in compliance with data privacy laws and regulations. Users should be informed that their data is being collected and should have the option to opt out of clickstream tracking if they wish to do so.

In summary, clickstream analytics is a powerful tool for understanding user behaviour and optimising the user experience on a website or application. However, it is important to use it in an ethical and transparent manner, and to respect users' privacy.